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Traditional whitepapers are likely the staple of your content marketing portfolio, and for good reason. According to a recent IDG survey, 84% of buyers leveraged whitepapers as a key resource to help them make a purchase decision. Although whitepapers are still a workhorse, there is a troubling fact that deserves your immediate attention. MORE

In a recent conversation I was having with the Bloom Group they believe “the practice of publishing whitepapers must come to a close because of the utter proliferation of whitepapers, and the poor content contained within so many of them.” Kill the whitepaper!” And I tend to agree. Here is Bloom Group’s position on this [link]. Tweet This! MORE

Every couple of weeks it seems, I see someone confuse customer case studies and whitepapers. People frequently call case studies "whitepapers," and vice versa - even marketing folks. Customer case studies and whitepapers are both narrative forms of marketing that focus more on how challenges are solved rather than on heavy promotion. Answers. 1. MORE

Well, your firm has written and produced a whitepaper. quality whitepaper can one of the most important content marketing vehicles to generate leads within your internet marketing plan. Your ultimate goals with whitepapers are typically the following: . . Put a link to your new whitepaper on your home page. Content Syndication. MORE

When planning a content syndication campaign, most B2B marketers tend to focus their energy primarily on 1) selecting the right media partner(s) and 2) selecting the right content to promote. Abstracts (the short descriptions that accompany content online) are often an afterthought. This paper reveals how Acme Security EndPoint Protection 3.0 Download this paper now. MORE

In the world of B2B, content is king. But marketers often struggle keeping up with the sheer volume of content necessary to create thought leadership, attract visitors and gain authority on their targeted areas of expertise. When we speak of content, we often are referring to web content, blog posts, whitepapers, videos, webinars and social [.]. Blogs, Blogging Content Development MORE

Because effective marketing always includes a human element, some storytelling, and a component that makes the content relatable. So while tools like whitepapers are powerful, there are many other content options to consider when you really want to connect with your audience. Interactive Content. Content loading. No more boring, stale content. MORE

Though it predates what we think of today as “content marketing,” content syndication is still a cornerstone of many B2B companies’ demand generation strategies. And yet content syndication is no slam dunk. Here are 5 common mistakes that cause content syndication programs to underperform: 1. And your content can do the filtering for you. Too Little Content. MORE

If you want to grow your reader base, that is, if you want to get found and get known online, small businesses and entrepreneurs will offer prospects and clients online information for free, such as a whitepaper , a report or a compelling article. rack. I’m referring to digital assets , or content that is offered as a service to your readers. ssets. ocial Media. MORE

Great content or a great lead generation tool. Since we’re just about to start a new whitepaper for a top marketing automation software firm, this is a timely post. Why go outside for creation of content? We craft a great whitepaper, like our highly acclaimed whitepaper on sales lead generation How to Find New Customers , sponsored by Marketo. MORE

If you’re a corporate marketer like me, no doubt you’ve been put in the situation I faced this week: you have a whitepaper that an external content person created for the company and now you need to make that content social. Let’s face it, there are some B2B executives who wouldn’t read a whitepaper even if you threatened them with lima beans (what, you like lima beans? ITSMA research shows that buyers want the whole menu of content—not just a whitepaper here or a video there. The whitepaper has one big idea. MORE

It’s important to recognize that content syndication leads are not like most sales leads. When someone registers to download a whitepaper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product. references the specific content asset. 2. MORE

Most organizations spend a significant portion of their marketing budget on creating content to fuel demand generation programs, and to arm sales reps to have better conversations and engagements. Unfortunately, the majority of this content spend is currently wasted. SiriusDecisions reports that 55% of current content spending is squandered. MORE

Grab the awesome and free whitepaper How to Find New Customers here. This is the whitepaper which The Funnelholic wrote “ So much has been writtten about B2B demand generation, but Jeff Ogden’s whitepaper How to Find New Customers makes it simple – which makes it a “must-read.”" You need fresh free insights. We deliver.If MORE

How is it that a quality whitepaper on a hot topic can still generate bad leads? For example: An educational whitepaper by an industry analyst on a hot industry trend will tend to generate a broad spectrum of prospects, including a large subset who have no interest whatsoever in your solution but want to stay abreast on what’s new in your space. Wrong. It’s the offer. MORE

Whitepapers are used most frequently for lead generation and nurturing in industrial marketing. Many of these whitepapers are very technical and require engineers and other domain experts to [.]. This is only a content summary. Visit my website for more content on industrial marketing.]. Content Marketing Industrial Lead Generation WhitePaper Marketing Gated industrial lead generation Industrial Marketing lead nurturing Regsitration Ungated WhitepapersPlease click on the headline to read the full article. MORE

If you wish to learn what does work today, download this free whitepaper, sponsored by Genius.com - by clicking the image. Filed under: Business relationships , Content marketing , Demand Generation , lead generation , Lead Nurturing , Lead Scoring , Management best practices , Marketing ROI , Simple lead generation , Social Networks. Business relationships Content marketing Demand Generation lead generation Lead Nurturing Lead Scoring Management best practices Marketing ROI Simple lead generation Social NetworksJoel Book, ExactTarget. What do you think? MORE

This month's list focuses on my best posts and recommended resources for whitepapers. If you are a whitepaper writer or you manage whitepaper writing projects, you'll want to read these posts: Is your topic worthy of a whitepaper? Guidance for choosing which topics are really worth the expense and effort of a whitepaper. Tips to pass along to your engineers and product managers for providing helpful input for a whitepaper project. Set the purchasing agenda with whitepapers. MORE

How Do You Turn Your New WhitePaper into a Content Marketing Machine? What if you had a comprehensive content marketing program instead? To illustrate, take one of those whitepapers and: Shoot a video interview of the author, discussing key points from the whitepaper ( post this video to YouTube ). The most engaging content is personal. MORE

Say you’ve created an amazing whitepaper that’s jam-packed with important information for your audience. Maybe it’s time to make your whitepaper interactive. At a basic level, an interactive whitepaper is a dialogue , whereas static long-form content is a monologue. What Is an Interactive WhitePaper? Why Are WhitePapers Valuable? MORE

While content marketing can be extremely beneficial and valuable for all marketers, the form it takes (or should take) can differ greatly depending on the target audience. However, for B2B marketers, this form of content is unlikely to be worthwhile enough to justify a large outlay of time or money. Whitepapers offer several attractive benefits for B2B companies. MORE

To fuel the demand generation program, Alinean developed the Better Way to Go Mobile Interactive WhitePaper , which unlike traditional static whitepapers, leveraged the prospect’s profile to completely personalize the whitepapercontent, creating a customized analysis as to the prospect’s return from mobile strategy. MORE

documents are called whitepapers when they are really just extended marketing brochures), properly produced and promoted whitepapers remain an effective and vital marketing tool—particularly for b2b technology companies. In the hierarchy of lead generating assets and activities, whitepapers form the vital base, as illustrated below. Solve a real problem. MORE

If you were to ask me which marketing content product I’ve been asked to create most often, it’s hands-down the whitepaper. One whitepaper can serve many purposes and plays a very important role in the sales cycle process. However, there can be a bit of mystery about what exactly a whitepaper is. MORE

I’ve written quite a bit about whitepapers in my blog posts because they are one of the key content assets I develop for my clients. IDG Connect showed two whitepaper cover examples side-by-side to 250 buying team members and asked their preference. Related Posts: 9 Reasons Why WhitePapers Still Matter. MORE

I asked Laura Carlson to share with you here some important perspectives on content marketing. It doesn’t matter what you call your information (whitepaper/eBook, microsite/landing page), what matters is using information wisely to get found, get known and get clients. Is Your WhitePaper a Sales Pitch in Disguise? When was the last time you read a whitepaper that added real value to your research process? I’m racking my brain and finding it quite difficult to come up with any good examples. Related posts: No WhitePaper? MORE

Your marketing department may produce dozens of new whitepapers each year, but how often do you refresh an existing one? For many technology marketers, once a whitepaper is written and posted it''s instantly forgotten. Yet many older whitepapers can deliver renewed value to your promotional efforts with less expense, time, and effort than producing a new one. MORE

Traditional whitepapers are likely the staple of your content marketing portfolio, and for good reason. According to several recent studies from IDG and DemandGen Report, buyers still leverage whitepapers to help make B2B purchase decisions. It now takes significantly more reach to generate the same amount of lead responses from whitepaper fueled campaigns. MORE

If you’re like most B2B companies, you have whitepapers, case studies, articles, product brochures, and a lot of other marketing, sales, and thought leadership documents. The fact is if your content can’t be found by Google, your whitepaper (and other writings) will get limited traffic. It really doesn’t matter how important your whitepaper is. MORE

Whitepapers and eBooks can be helpful resources when they’re well-prepared and provide usable information. Below are a list of 9 B2B whitepapers that have useful information for B2B social media marketers. Only one of the whitepapers requires registration and all were published within the past year. 1. Social Media WhitePaper – Learn and Earn. MORE

Internet Fuels IT Buying Cycles According to a recent survey of 500 technology decision makers and influencers, Internet access to content is changing the way IT solutions are purchased, with buyers using on-line research to drive substantial portion of the decision making cycle on their own. Savvy buyers are using on-line content to set strategies, explore and select solutions, all before ever engaging a sales representative. Content that Matters Most? When surveyed as to the most influential content in decision making, whitepapers remain the stand-out content of choice. MORE

The original purpose of whitepapers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition. Whitepaper sponsors sought to educate, inform, raise comfort levels and eventually initiate sales conversations with prospective customers. Blue Paper? MORE

What’s less excusable is the way that the email is a confused mash-up of a content offer combined with copy that does precious little to sell that content. If your offer is a WhitePaper, convince the reader why that whitepaper is worth the read. Take the email campaign below from security vendor Symantec. MORE

An Interactive WhitePaper dynamically customizes the content of a whitepaper for prospects based on the prospect’s registration profile (if available), and inputs to a few profile questions. Based on the profile, the whitepapercontent intelligently fine tunes itself to be more relevant and personalized for a prospect’s particular research and needs. More relevancy improves the whitepaper’s effectiveness at attracting, engaging and selling today’s more overloaded, skeptical and frugal buyer. MORE

If you’ve ever published a whitepaper, you’ve probably experienced one of the most challenging aspects of whitepaper creation: choosing the right topic. whitepaper’s success strongly correlates with how many people download it and how your audience reacts to the insights it delivers. It’s why they downloaded your whitepaper, after all. MORE

These days everyone has a whitepaper or an ebook they'd like you to download. What makes a whitepaper stand out from the crowd? This may seem obvious in the we-all-know-it's-not-about-us vein, but there are plenty of whitepapers and E-books out there that are a testament to the fact that lots of brands are still getting it wrong. Jamie. Michele. MORE

More B2B companies are blogging, tweeting, creating online videos, and producing social content than ever before. In fact, 80% of B2B marketers are producing content for the social web according to B-to-B Magazine. Because of that, we thought we’d round up five of the best B2B social media whitepapers from industry thought leaders. Let us know in the comments below. MORE

Demonstrating how to repurpose B2B content using simple video tools, we present the video version of "Secrets of Case Study Winners," based on our whitepaper about effective B2B case study programs. read more MORE

Your prospects have access to vast amounts of content, and they want it on their terms. Not only is there too much going on in our lives, but also we have greater access to the content that will educate and entertain us. Enter the whitepaper. Whitepapers have become a powerful marketing tool because of two important qualities. First, whitepapers give readers the information they seek. They offer quality, relevant educational content. More importantly, whitepapers provide enormous opportunity. MORE

You’ve written, designed and produced a whitepaper. If you subscribe to the theory of “if you build it they will come,” your whitepaper is dead in the water. Now There is a myriad of methods to promote your whitepaper, generate interest, and help it climb Google’s search engine rankings. Here Link to your whitepaper on your home page. MORE

B2B Lead Generation : Great content or a great lead generation tool. Jonathan Kantor of WhitePaper Source also blogged about this. In this post, we explain how to turn that great new whitepaper into a superb lead generation tool using the best-practice approach of one of our favorite companies, Kinaxis. What are current best practices on whitepaper marketing? We’ve penned 4 great whitepapers to date – all are free at Find New Customers. Why go outside for creation of content? What’s the difference? MORE

This whitepaper, sponsored by Marketo, is several years old. The Funnelholic wrote “ So much is written about B2B demand generation, but this whitepaper makes it simple. ” We wish to thank our sponsor, Marketo , as well as the Editor of this, Jill Konrath , for making this such a great whitepaper. However, it remains very, very popular. MORE

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documents are called whitepapers when they are really just extended marketing brochures), properly produced and promoted whitepapers remain an effective and vital marketing tool—particularly for b2b technology companies. In the hierarchy of lead generating assets and activities, whitepapers form the vital base, as illustrated below. Solve a real problem.

How is it that a quality whitepaper on a hot topic can still generate bad leads? For example: An educational whitepaper by an industry analyst on a hot industry trend will tend to generate a broad spectrum of prospects, including a large subset who have no interest whatsoever in your solution but want to stay abreast on what’s new in your space. Wrong. It’s the offer.

If you want to grow your reader base, that is, if you want to get found and get known online, small businesses and entrepreneurs will offer prospects and clients online information for free, such as a whitepaper , a report or a compelling article. rack. I’m referring to digital assets , or content that is offered as a service to your readers. ssets. ocial Media.

Traditional whitepapers are likely the staple of your content marketing portfolio, and for good reason. According to several recent studies from IDG and DemandGen Report, buyers still leverage whitepapers to help make B2B purchase decisions. It now takes significantly more reach to generate the same amount of lead responses from whitepaper fueled campaigns.

Traditional whitepapers are likely the staple of your content marketing portfolio, and for good reason. According to a recent IDG survey, 84% of buyers leveraged whitepapers as a key resource to help them make a purchase decision. Although whitepapers are still a workhorse, there is a troubling fact that deserves your immediate attention.

You’ve written, designed and produced a whitepaper. If you subscribe to the theory of “if you build it they will come,” your whitepaper is dead in the water. Now There is a myriad of methods to promote your whitepaper, generate interest, and help it climb Google’s search engine rankings. Here Link to your whitepaper on your home page.

Well, your firm has written and produced a whitepaper. quality whitepaper can one of the most important content marketing vehicles to generate leads within your internet marketing plan. Your ultimate goals with whitepapers are typically the following: . . Put a link to your new whitepaper on your home page. Content Syndication.

It’s important to recognize that content syndication leads are not like most sales leads. When someone registers to download a whitepaper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product. references the specific content asset. 2.

Whitepapers are used most frequently for lead generation and nurturing in industrial marketing. Many of these whitepapers are very technical and require engineers and other domain experts to [.]. This is only a content summary. Visit my website for more content on industrial marketing.]. Content Marketing Industrial Lead Generation WhitePaper Marketing Gated industrial lead generation Industrial Marketing lead nurturing Regsitration Ungated WhitepapersPlease click on the headline to read the full article.

If you were to ask me which marketing content product I’ve been asked to create most often, it’s hands-down the whitepaper. One whitepaper can serve many purposes and plays a very important role in the sales cycle process. However, there can be a bit of mystery about what exactly a whitepaper is.

These days everyone has a whitepaper or an ebook they'd like you to download. What makes a whitepaper stand out from the crowd? This may seem obvious in the we-all-know-it's-not-about-us vein, but there are plenty of whitepapers and E-books out there that are a testament to the fact that lots of brands are still getting it wrong. Jamie. Michele.

If you’re a corporate marketer like me, no doubt you’ve been put in the situation I faced this week: you have a whitepaper that an external content person created for the company and now you need to make that content social. Let’s face it, there are some B2B executives who wouldn’t read a whitepaper even if you threatened them with lima beans (what, you like lima beans? ITSMA research shows that buyers want the whole menu of content—not just a whitepaper here or a video there. The whitepaper has one big idea.

Traditional whitepapers are likely the staple of your content marketing portfolio, and for good reason. According to a recent IDG survey, 84% of buyers leveraged whitepapers as a key resource to help them make a purchase decision. Although whitepapers are still a workhorse, there is a troubling fact that deserves your immediate attention.

You’ve written, designed and produced a whitepaper. If you subscribe to the theory of “if you build it they will come,” your whitepaper is dead in the water. Now There is a myriad of methods to promote your whitepaper, generate interest, and help it climb Google’s search engine rankings. Here Link to your whitepaper on your home page.

I asked Laura Carlson to share with you here some important perspectives on content marketing. It doesn’t matter what you call your information (whitepaper/eBook, microsite/landing page), what matters is using information wisely to get found, get known and get clients. Is Your WhitePaper a Sales Pitch in Disguise? When was the last time you read a whitepaper that added real value to your research process? I’m racking my brain and finding it quite difficult to come up with any good examples. Related posts: No WhitePaper?

If you’ve ever published a whitepaper, you’ve probably experienced one of the most challenging aspects of whitepaper creation: choosing the right topic. whitepaper’s success strongly correlates with how many people download it and how your audience reacts to the insights it delivers. It’s why they downloaded your whitepaper, after all.

This month's list focuses on my best posts and recommended resources for whitepapers. If you are a whitepaper writer or you manage whitepaper writing projects, you'll want to read these posts: Is your topic worthy of a whitepaper? Guidance for choosing which topics are really worth the expense and effort of a whitepaper. Tips to pass along to your engineers and product managers for providing helpful input for a whitepaper project. Set the purchasing agenda with whitepapers.

More B2B companies are blogging, tweeting, creating online videos, and producing social content than ever before. In fact, 80% of B2B marketers are producing content for the social web according to B-to-B Magazine. Because of that, we thought we’d round up five of the best B2B social media whitepapers from industry thought leaders. Let us know in the comments below.

Your prospects have access to vast amounts of content, and they want it on their terms. Not only is there too much going on in our lives, but also we have greater access to the content that will educate and entertain us. Enter the whitepaper. Whitepapers have become a powerful marketing tool because of two important qualities. First, whitepapers give readers the information they seek. They offer quality, relevant educational content. More importantly, whitepapers provide enormous opportunity.

If you wish to learn what does work today, download this free whitepaper, sponsored by Genius.com - by clicking the image. Filed under: Business relationships , Content marketing , Demand Generation , lead generation , Lead Nurturing , Lead Scoring , Management best practices , Marketing ROI , Simple lead generation , Social Networks. Business relationships Content marketing Demand Generation lead generation Lead Nurturing Lead Scoring Management best practices Marketing ROI Simple lead generation Social NetworksJoel Book, ExactTarget. What do you think?

How Do You Turn Your New WhitePaper into a Content Marketing Machine? What if you had a comprehensive content marketing program instead? To illustrate, take one of those whitepapers and: Shoot a video interview of the author, discussing key points from the whitepaper ( post this video to YouTube ). The most engaging content is personal.

I’ve written quite a bit about whitepapers in my blog posts because they are one of the key content assets I develop for my clients. IDG Connect showed two whitepaper cover examples side-by-side to 250 buying team members and asked their preference. Related Posts: 9 Reasons Why WhitePapers Still Matter.

Most organizations spend a significant portion of their marketing budget on creating content to fuel demand generation programs, and to arm sales reps to have better conversations and engagements. Unfortunately, the majority of this content spend is currently wasted. SiriusDecisions reports that 55% of current content spending is squandered.

Because effective marketing always includes a human element, some storytelling, and a component that makes the content relatable. So while tools like whitepapers are powerful, there are many other content options to consider when you really want to connect with your audience. Interactive Content. Content loading. No more boring, stale content.

Say you’ve created an amazing whitepaper that’s jam-packed with important information for your audience. Maybe it’s time to make your whitepaper interactive. At a basic level, an interactive whitepaper is a dialogue , whereas static long-form content is a monologue. What Is an Interactive WhitePaper? Why Are WhitePapers Valuable?

An Interactive WhitePaper dynamically customizes the content of a whitepaper for prospects based on the prospect’s registration profile (if available), and inputs to a few profile questions. Based on the profile, the whitepapercontent intelligently fine tunes itself to be more relevant and personalized for a prospect’s particular research and needs. More relevancy improves the whitepaper’s effectiveness at attracting, engaging and selling today’s more overloaded, skeptical and frugal buyer.

In a recent conversation I was having with the Bloom Group they believe “the practice of publishing whitepapers must come to a close because of the utter proliferation of whitepapers, and the poor content contained within so many of them.” Kill the whitepaper!” And I tend to agree. Here is Bloom Group’s position on this [link]. Tweet This!

Demonstrating how to repurpose B2B content using simple video tools, we present the video version of "Secrets of Case Study Winners," based on our whitepaper about effective B2B case study programs. read more

While content marketing can be extremely beneficial and valuable for all marketers, the form it takes (or should take) can differ greatly depending on the target audience. However, for B2B marketers, this form of content is unlikely to be worthwhile enough to justify a large outlay of time or money. Whitepapers offer several attractive benefits for B2B companies.

Grab the awesome and free whitepaper How to Find New Customers here. This is the whitepaper which The Funnelholic wrote “ So much has been writtten about B2B demand generation, but Jeff Ogden’s whitepaper How to Find New Customers makes it simple – which makes it a “must-read.”" You need fresh free insights. We deliver.If

If you’re like most B2B companies, you have whitepapers, case studies, articles, product brochures, and a lot of other marketing, sales, and thought leadership documents. The fact is if your content can’t be found by Google, your whitepaper (and other writings) will get limited traffic. It really doesn’t matter how important your whitepaper is.

What’s less excusable is the way that the email is a confused mash-up of a content offer combined with copy that does precious little to sell that content. If your offer is a WhitePaper, convince the reader why that whitepaper is worth the read. Take the email campaign below from security vendor Symantec.

Your marketing department may produce dozens of new whitepapers each year, but how often do you refresh an existing one? For many technology marketers, once a whitepaper is written and posted it''s instantly forgotten. Yet many older whitepapers can deliver renewed value to your promotional efforts with less expense, time, and effort than producing a new one.

In the world of B2B, content is king. But marketers often struggle keeping up with the sheer volume of content necessary to create thought leadership, attract visitors and gain authority on their targeted areas of expertise. When we speak of content, we often are referring to web content, blog posts, whitepapers, videos, webinars and social [.]. Blogs, Blogging Content Development

Great content or a great lead generation tool. Since we’re just about to start a new whitepaper for a top marketing automation software firm, this is a timely post. Why go outside for creation of content? We craft a great whitepaper, like our highly acclaimed whitepaper on sales lead generation How to Find New Customers , sponsored by Marketo.

To fuel the demand generation program, Alinean developed the Better Way to Go Mobile Interactive WhitePaper , which unlike traditional static whitepapers, leveraged the prospect’s profile to completely personalize the whitepapercontent, creating a customized analysis as to the prospect’s return from mobile strategy.

When planning a content syndication campaign, most B2B marketers tend to focus their energy primarily on 1) selecting the right media partner(s) and 2) selecting the right content to promote. Abstracts (the short descriptions that accompany content online) are often an afterthought. This paper reveals how Acme Security EndPoint Protection 3.0 Download this paper now.

Whitepapers and eBooks can be helpful resources when they’re well-prepared and provide usable information. Below are a list of 9 B2B whitepapers that have useful information for B2B social media marketers. Only one of the whitepapers requires registration and all were published within the past year. 1. Social Media WhitePaper – Learn and Earn.

This whitepaper, sponsored by Marketo, is several years old. The Funnelholic wrote “ So much is written about B2B demand generation, but this whitepaper makes it simple. ” We wish to thank our sponsor, Marketo , as well as the Editor of this, Jill Konrath , for making this such a great whitepaper. However, it remains very, very popular.

Every couple of weeks it seems, I see someone confuse customer case studies and whitepapers. People frequently call case studies "whitepapers," and vice versa - even marketing folks. Customer case studies and whitepapers are both narrative forms of marketing that focus more on how challenges are solved rather than on heavy promotion. Answers. 1.

B2B Lead Generation : Great content or a great lead generation tool. Jonathan Kantor of WhitePaper Source also blogged about this. In this post, we explain how to turn that great new whitepaper into a superb lead generation tool using the best-practice approach of one of our favorite companies, Kinaxis. What are current best practices on whitepaper marketing? We’ve penned 4 great whitepapers to date – all are free at Find New Customers. Why go outside for creation of content? What’s the difference?

Though it predates what we think of today as “content marketing,” content syndication is still a cornerstone of many B2B companies’ demand generation strategies. And yet content syndication is no slam dunk. Here are 5 common mistakes that cause content syndication programs to underperform: 1. And your content can do the filtering for you. Too Little Content.

Internet Fuels IT Buying Cycles According to a recent survey of 500 technology decision makers and influencers, Internet access to content is changing the way IT solutions are purchased, with buyers using on-line research to drive substantial portion of the decision making cycle on their own. Savvy buyers are using on-line content to set strategies, explore and select solutions, all before ever engaging a sales representative. Content that Matters Most? When surveyed as to the most influential content in decision making, whitepapers remain the stand-out content of choice.